Building on the huge success of its previous regional syndicated study, “She Speaks”, Ipsos Marketing in MENA is launching a new syndicated study, this time targeting one of the most important and most disruptive consumer segments in the region: Millennials.

In a region where the overwhelming majority of the population is below the age of 35, and where the generational divide is very pronounced, more and more clients are shifting their attention to Millennials as they look to gain insights on how their future consumers will shape tomorrow’s trends. With that in mind, and in line with the our strategy of placing Ipsos at the forefront of MENA’s hottest topics, #Millennials was born, a study surveying 6,300 millennials across 9 key markets in the region, combining quantitative surveys with qualitative ethnographies to provide a more holistic view.

The study has attracted a lot of interest from clients given the importance of the topic within their organisations at the moment, a number of which are on board already prior to fieldwork launch. The results are expected in July, and in addition to the market reports delivered to clients, a number of thought-leadership pieces, client events, and media engagements are also on the agenda, to ensure Ipsos receives maximum exposure from this study.